Is Ethnic segmentation failing?
Marketers in general are regularly talking about making the communications more relevant be it online or offline in order to see response rate rising. However, when it comes to Multicultural Marketing, most companies don’t know how to make relevant and more personalised communication to the UK diverse audience base, even though it is easier than they think. For segmentation to work it is about tailoring messages and offers to appeal to a distinct audience based on the regions and ethnic background. For example Muslims are offered a Ramadan or Eid package to coincide with the holly month of fasting or the peak purchasing season of Eid to increase sales and or targeting the Multicultural youth with computer gadgets, mobile phones, pads and game consoles.
Targeting Multicultural marketing will involve a number of categories;
- Geographic – pick areas with high density of ethnic population
- Demographic – by age, gender, income, education and occupation
- Psychographic – activities, interests & opinions
- Behavioural analytics- purchase motivations and usage
Targeted Multicultural campaigns are easy to measure and we have established a number of factors to ensure all campaigns are evaluated effectively to ensure higher response delivery of ROI.
Marketers often fall short on focusing on overly simplistic “over-Index”; data showing that Asians, Chinese, Arabs and Africans over-index on ownership of flats, luxury items, cars and ownership of devices and usage of social media. Brands such as Pepsi and Nike engage with ethnic influencers, which a large ethnic social media provides. Marketers should use an ethnic specific multicultural approach for leveraging digital paid media and earned media and pull in Asians, Caribbean, Africans, eastern European, Chinese and Arabs.
